论现代国际品牌商标中渗透的英美文化元素

任何一种品牌都与文化本身有着不可分割的密切关系。特别是对于现代国际品牌商标来说，它在一定程度上代表了本土社会发展现实，是特定地域背景下文化的结合体。对于一种产品商标来说，它不仅仅是产品本身属性的有效标记，同时更代表了一种文化，是独特背景下人们思维形式、社会状态、文化要素、思想价值的生动呈现。现代国际品牌商标建设过程中，必须要强化英美文化元素的渗透和融合，从而不断提升国际品牌商标的高附加值，让国际品牌商标本身具有较强的经济意义，带来更多的社会效益和经济效益。文章重点围绕现代国际品牌商标中英美文化元素进行有效探析，并为如何促进现代国际品牌商标建设指明思路。

On British and American culture elements penetrated in modern international brand names

Any brand is connected with a specific culture. The modern international brand names, especially, represents the development of the local society and is a combination between cultures in specific local background. A brand name represents a culture which presents people''s thinking, social state, culture elements and ideologies in unique background as well as being an effective stamp of the products'' properties. In building a modern international brand, we should enhance the penetration and merging of British and American culture elements to improve the addictive value of the brand, to enrich more economical meaning to the brand, and to bring more social and economical benefits. This paper explores the British and American culture elements in modern international brands, and thus making suggestions for improving the building of modern international brands.